Dubai welcomes RAY, a new school where advertising meets social impact

Dubai is set to welcome what its founders describe as its first dedicated creativity-for-good school with the launch of RAY this September, an initiative designed to bridge industry practice, education and purpose-driven creativity for the next generation of talent. The school will open in September 2026 with an inaugural programme led by some of the region's best-known creative leaders.

Founded by Rimma Krasavina and Santiago Cuesta, Executive Creative Director and Co-Founder of RAY, the school positions itself as more than a traditional advertising academy. Its mission is to build a creative community where professionals, students and industry leaders collaborate through practical learning rooted in real-world challenges.

Rather than operating as a traditional advertising school, RAY describes itself as a collaborative platform where creative professionals, marketers and students work together on ideas designed to create both commercial value and positive social impact.

Explaining why now is the right time to launch a creative school, particularly as artificial intelligence reshapes the industry, Krasavina says: "AI is changing how we create, but not why we create. As technology makes execution easier, human creativity, critical thinking and purpose become even more valuable. RAY exists to develop creatives who use AI to amplify ideas that create meaningful change."

The school will officially open in September with its inaugural programme, 'Creative Excellence'—a series of nine in-person masterclasses designed for both emerging talent and working creatives. Built around live briefs rather than lectures alone, the course takes participants through the full creative process, from insight and strategy to ideation, craft and final presentation, while receiving feedback from senior industry practitioners.

Unlike the growing number of online creative courses, RAY will initially deliver its programmes in person, encouraging direct interaction between students and instructors while fostering collaboration and long-term professional relationships within Dubai's creative community.

Its mission is summed up in the school's tagline: "Where brand power meets world-changing ideas." Beyond developing technical skills, RAY says it aims to strengthen the region's creative standards while helping talent compete more confidently on the international stage.

The faculty reflects that ambition, bringing together practitioners from some of the region's leading agencies and brands. Among those already announced are Santiago Cuesta (Executive Creative Director, Co-Founder, RAY), Federico Fanti (Regional Chief Creative Officer, FP7McCann MENAT), Alex Pineda (Chief Creative Officer, FCB Dubai), Muhammad Ali (Executive Creative Director, Leo Burnett), Nayaab Rais (Executive Creative Director, McCann), Diego Enrique Florez (AI Creative Director, Core42), Passant El-Ghannam (Marketing Director MEA, Kraft Heinz) and Derek Green (Chief Creative Officer, TBWA\RAAD), among others.

Student enrollment is now underway through the school's website and social platforms ahead of the September opening.

Looking beyond the launch, Krasavina says the school's ambitions extend beyond classroom learning. "Our ambition goes beyond developing better creatives. We want to help shape a creative culture where talent, collaboration, technology and purpose come together to make a real difference."

As AI reshapes creative roles, schools can no longer focus solely on craft. RAY's biggest test won't be attracting star faculty—it will be proving that purpose-led creativity can translate into industry-ready talent, as the industry's competitive edge will increasingly depend on human judgment, strategic thinking and original ideas.

RAY's real challenge—and opportunity—will be proving that a new generation of creatives can master both technology and timeless creative thinking.